Next week, Cornwall will play host to Europe’s biggest tech startup event, Slush’d, and the Software Cornwall team couldn’t be more excited to be bringing this event to the UK for the very first time. The event will feature a pitch startup competition. Over 40 startups applied to be a part of the competition and 10 have made it through the first round to pitch their business to a panel of judges on the day. To get them warmed up, Martin Barnes, pitch coach from 8 seconds to connect has hosted a Pitch Club to help them perfect their pitch and be ready to impress. In this post, he shares what we can learn from the best pitch ever.
If you apply this logic to your startup pitch, you will connect with the right people. Reach your goals and exceed expectations.
The best pitch ever
As the story goes. At the end of 1977, two screenwriters met with Hollywood executive producers. The industry was keen to follow up on the success of the mega-blockbuster Star Wars.
The screenwriters shared a 3-word pitch. It kickstarted a film franchise spanning decades, worth 100’s of millions of dollars.
The pitch?
“Jaws In Space”
A beautiful 3-word pitch that gives me goosebumps every time I retell this story.
And the result of this 3-word pitch?
Ridley Scott’s Alien in 1979.
The first film from a franchise, that at the time of writing includes seven sequels. 23 computer games, comics, fan films and collectables. One of the great sci-fi franchises of pop culture.
Less is more
The pitch is epic because it’s simple. It does what every pitch needs to do. Create ownership of the idea with the audience.
Let’s break it down
01 – The social context
1975 Steven Spielberg’s Jaws hit cinemas. It’s so scary that people stop swimming in the ocean. Then, in 1977, George Lucas takes us to a galaxy far, far away. Star Wars wows audiences with spaceships, space cowboys and space castles. A space opera to viral Verdi.
The goal is simple. Green-light the movie. Secure the financing to make it happen. The screenwriters don’t need to over-explain at the beginning. The final details are for pre-production, production and post production. Not the pitch. The screenwriters need to align and inspire the audience with the vision.
The audience are the executive producers. Those who assess ROI on potential new films. The producers are not deciding if they like the idea, but if the general public will buy lots of tickets. In “Jaws In Space” the ROI becomes obvious. Anchoring the pitch on two recent, tangible and successful examples.
What can start founders learn from this?
Anchoring your pitch to the zeitgeist. Pitching like this you are standing on the shoulder of giants.
Shared ownership
Share enough that the gatekeeper can align with the vision risk-free. Then let them create for themselves a version of the idea. When people co-create the idea, they feel a sense of shared ownership and defend it.
⚠️ Caution ⚠️
A recent version of a similar pitch anchor is “We are the UBER of_______”
STOP. Warning. 100% avoid using UBER as your pitch anchor at all costs. As Admiral Ackbar says, “it’s a trap.”
Why?
Audience fatigue. “The UBER of…” has become an eye-rolling cliche.
Why?
It doesn’t set clear expectations, investors hear this and go, “Oh really?? Prove it” and if you can’t you’re fish food.
Risk-free expectations
During your pitch the name of the game is setting clear, risk-free expectations. However, expectations are not set in stone. They evolve over time. At the beginning expectations are like glass, very delicate. This is why the formula “we are the X of X” is potent. The right anchors set the right expectations when refined to one as clear as “Jaws in space”.
The winning formula
X + Y = Z.
How to make sure X + Y = Z. works?
Imply Z. Create the space for each person who hears the pitch to create their own Z.
“Jaws In Space” breakdown
Anchors 01 and 02 “Jaws In Space,” set the scene. The result 03, Z is when the audience pauses. Their eyes go wide, they lean forward, they smile and start saying “yes…yes…yes.” So do not, I repeat, do not use the X+Y=Z or the X of X in a superficial surface-level way. Use it in the way the Alien screenwriters did. Use it to create intense emotions.
Applying the formula
✔︎ Define anchor 01.
“Jaws…” = emotion / vivid / well known.
✔︎ Define anchor 02.
“…in space.” = exciting / vivid / well known.
✔︎ Imply the result.
Follow this process to define your anchors
- Think analogue – brainstorm with post-it notes and whiteboards
- Be patient coming up with your anchors
- Try lots of different anchors
- Think far and wide
- Focus on shared emotions
- Come up with 2-3 options
- Don’t overthink it. Test your pitch options in public, at events and pitch from a distance on social media
- Trust your audience to see Z for themselves
- If you find yourself explaining the pitch it needs more work
- Be confident that X+Y sets up Z
- Nothing is written in stone. Iterate and improve as you go
- Have fun
When it worked for me
I used a version of this formula in a pitch that got a reply in 3 days from the NBA. I’ve turned that into an online course. In the course I go deep on anchor creation and share the detailed process and templates. You can check it out here, and enjoy 50% off. https://martin8s2c.gumroad.com/l/ReplyIn3Days/Softwarecornwall
I am also working with Startup Cornwall on September 14th 2023. If you are in the area, come along and see the 10 finalist founders pitching in action. I’ll be sharing feedback and on-the-spot-coaching. Then come find me, pitch me your current version of “Jaws In Space,” and I will give you some feedback.
See you there.
“Martin Barnes is a pitch coach with decades of experience reaching out to prospects and training professionals to become more confident in their presentations and pitches.
With 8 Seconds 2 Connect he helps business leaders and founders connect with their audience and elevate their presentation skills.”
